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Sport Video Game Sponsorships and In-Game Advertising

Sport Video Game Sponsorships and In-Game Advertising

Beth A. Cianfrone, James J. Zhang
Copyright: © 2009 |Pages: 13
ISBN13: 9781605664064|ISBN10: 1605664065|ISBN13 Softcover: 9781616925093|EISBN13: 9781605664071
DOI: 10.4018/978-1-60566-406-4.ch017
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MLA

Cianfrone, Beth A., and James J. Zhang. "Sport Video Game Sponsorships and In-Game Advertising." Digital Sport for Performance Enhancement and Competitive Evolution: Intelligent Gaming Technologies, edited by Nigel Pope, et al., IGI Global, 2009, pp. 286-298. https://doi.org/10.4018/978-1-60566-406-4.ch017

APA

Cianfrone, B. A. & Zhang, J. J. (2009). Sport Video Game Sponsorships and In-Game Advertising. In N. Pope, K. Kuhn, & J. Forster (Eds.), Digital Sport for Performance Enhancement and Competitive Evolution: Intelligent Gaming Technologies (pp. 286-298). IGI Global. https://doi.org/10.4018/978-1-60566-406-4.ch017

Chicago

Cianfrone, Beth A., and James J. Zhang. "Sport Video Game Sponsorships and In-Game Advertising." In Digital Sport for Performance Enhancement and Competitive Evolution: Intelligent Gaming Technologies, edited by Nigel Pope, Kerri-Ann L. Kuhn, and John J.H. Forster, 286-298. Hershey, PA: IGI Global, 2009. https://doi.org/10.4018/978-1-60566-406-4.ch017

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Abstract

This chapter introduces the new and unique sport promotional format of sport video game sponsorships and in-game advertising. Information on the growth of sport video games, unique features of this segment of the sport industry, and financial and technical value of in-game advertising and sponsorships are first introduced. Extensive discussions are made on the advantage of sport video games as a marketing tool and the importance of assessing the effectiveness of in-game advertising and sponsorships. The need to systematically understand consumer motivation and market demand for sport video games is highlighted. This chapter concludes with recognizing contemporary issues and recommended solutions.

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